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Mel HensonCroke Park Dublin8th February 2018
COPYWRITING FOR MORE CONVERSIONS
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WHICH DID BETTER?
L R+34%RPV
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WHICH DID BETTER?
L R+59% RPV
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WHICH DID BETTER?
LR+62%
RPV
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CONVERSION RATE OPTIMISATION
5-step process: The AWA Conversion System™
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What is copy?
COPY
CONTENT
COPYCOPY
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Salesmanship
in words
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Passive• This spray cleans....
• This radio sounds so clear
• This stain remover is easy to use
Active• End the chore of....
• Discover the clarity of...
• Remove stains with ease
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Assume the sale
• If you buy....
• You could be enjoying....
• Should you decide to...
• When you buy....
• Enjoy the....
• Now you can look forward to...
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Features into benefits
• Some self-assembly required
• Flower baskets are plastic lined
• Sorry, we can’t accept instalments
• Easy self-assembly
• Includes waterproof liner
• Simple, hassle-free one-off payment
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Present tense
Present tense
Future tense
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Really? Really?I should get
some!
Dogs will love the meaty taste
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A
I
D
A
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HOW PEOPLE BUYA
I
D
A
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ATTENTION
INTEREST
DESIRE/DECISION
ACTION
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ATTENTION
INTEREST
DESIRE/DECISION
ACTION
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Elias St Elmore Lewis
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• Purchasing decision hierarchy
Purchasing DecisionHierarchy
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14% uplift
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+27% RPV(4% Sitewide)
Purchasing decision hierarchy
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Choice Architecture
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18%INCREASE IN SALES
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Control Variation
6.4%INCREASE
IN GERMAN ORDERS
4.9%INCREASE
IN UK ORDERS
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Browsing area
Bestsellers
19%INCREASE
IN RPV
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You want that drink to be ice
cold….
You want that drink to to be ice cold….
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Compelling copy for more conversions
• Be aware of how people buy
• Present information at the right point in the journey
• Write as if you are speaking to your customer
• Trick the brain by using present tense
• Copy = sales
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Presented by Mel Hensonwww.awa-digital.com+44 (0)7946474110 | @flicksandclicks | www.linkedin.com/in/mel-henson-9a83397/
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Always write for one person
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Our Gorgeous Provence Outdoor collection brings a touch of French style to your alfresco dining area.
Made from painted pine wood in a subtle grey, our Provence outdoor furniture is suitable for both indoors and out and can be used all Summer long.
+34% RPV
Traditional French style table and
benches in solid pinewood, painted a
subtle shade of grey.
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Creating imagery and emotion through words
• Keep warm and dry on wet boggy walks, shoots or stalking
• Seam-free and cushion soled for maximum comfort
• In yummy bonbon shades for feet by the fire moments
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Active sentence-starters
• Keep your....• Organise your...• Reveal your....• End that....• Prevent ...• Stay ahead...• Freshen up....• Restore your...• Say goodbye to...
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How important is CRO?
Source Econsultancy https://econsultancy.com/reports/conversion-rate-optimization-report/
